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An SEO’s Guide to Bottom-of-Funnel Keywords


We’ll discuss methods to research based on the funnel stage, specifically bottom-of-funnel keywords in today’s blog post. Determining the right keywords often requires a thorough understanding of your buyer’s journey through the sales cycle. Marketing Funnels and Keyword Research. Top of Funnel: Awareness. Middle of Funnel: Evaluation. Not likely.

B2B Sales Cycle: 4 steps to avoid the wasteful ‘no decision’

B2B Lead Generation Blog

Tweet CSO Insights , which interviews thousands of chief sales officers to benchmark B2B sales best practices, has tracked an alarming trend. Jim Dickie, CSO Insight’s managing partner, says this should make any sales leader cringe. “It’s But, if I’m a VP of Sales, I’ll be really peeved if you lose to ‘no decision,’ because you probably wasted my time as well as a lot of resources around the company in terms of getting help from manufacturing, customer support and finance — all to get to the point where nothing happened.”. No deal = broken sales cycle.

5 Exceptionally Important Tips for Sales Engineers Creating Pre-Recorded Demo Videos


They want to avoid the sales pitch, and… you kind of have to sympathize with them. The thought of talking to each one of these sales-hungry companies on the phone is a little daunting – so they’ll avoid it at all cost. It’s time to set free the demo, and let it live within the liberating winds of the cloud. Check out these 5 steps to building a great product demo.

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How to Power Your Sales Funnel With Video Content

It's All About Revenue

Video can power your sales cycle at every step of the buying process, but not all content is relevant to everyone. Top Of Funnel Video Content. They’re frustrated, but not necessarily enough to sit through a product demo or a long-winded webinar. Video is an incredibly powerful tool for engaging with your leads and driving your sales process.

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Tips To Power Your Sales Funnel With Video Content

It's All About Revenue

Video can power your sales cycle at every step of the buying process, but it’s critical to remember that not all content is relevant to everyone. Top Of Funnel. They’re frustrated, but not necessarily enough to sit through a product demo or a long-winded webinar. Middle of Funnel. Buyer Personas. First off, understanding your customer is critical.

Inside the Mind of the B2B Buyer – New Paths to Purchase

Fearless Competitor

Great insights presented by Genius and DemandGen Report , in the webinar Inside the Mind of B2B Buyers: New Paths to Purchase. There’s been lots of discussion about how the B2B buying cycle has changed, but this presentation used actual data — they surveyed B2B buyers. Let’s look at these: Assumption : Get to the decision-maker to win the sale. Kaput.

Choosing an Advanced, Multi-Touch B2B Marketing Attribution Model


We recently hosted a webinar discussing advanced B2B marketing attribution and Bizible’s newest feature, TouchPoints. In this post, we’ll dig deeper into the different attribution models discussed in the webinar and help you decide which is best for your company. The biggest drawback to U-Shaped is that it leaves out the last touch/opportunity creation (demo request). to each).

5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey

It's All About Revenue

Today’s buyer can be up to 90% of the way through their journey before they personally reach out to sales. Often, these stages are discussed as top, middle, and bottom of the funnel. As marketers are increasingly tasked with speeding up the sales cycle, and sending a higher quality of leads to sales, we need to make sure our strategy avoids certain roadblocks.

How to Develop a Comprehensive B2B Marketing Strategy

Sales Prospecting Perspectives

It was written by AG Salesworks'' Senior Vice President of Marketing and Sales Richard April. It is essential to communicate with and involve your sales team in your strategy development process; the members of the sales team are your primary customer and your success hinges on theirs, making it crucial to ensure marketing and sales are on the same page.

5 Ways to Immediately Boost Account Based Marketing (ABM)

B2B Lead Generation Blog

I recently did an interview on with Jim Obermayer founder of Sales Lead Management Association and Funnel Media Group. In the interview, we talk a little shop about the fundamentals of account based marketing, what’s new (and unchanged) in the world of the complex sale, and how empathy marketing is the way forward. Jim: Empathy, huh? Brian: Yeah. Brian: Yes.

What is a Marketing-Qualified Lead? What MQL Really Means


Definitions were set, processes were tested, sales and executives bought in across the board, and the panacea of the Lead Marketing Funnel brought peace to all. The term is broadly used across marketing and sales. How about a Sales Qualified Opportunity (SQO)? Great marketing and sales teams do this well. Others should be nurtured in the lead funnel.

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MQA – The All Important Account Milestone (Engagio on Engagio)


If sales does not treat each account or lead the same, why should marketing? Different Thresholds for Different Account Funnels. At Engagio, we have 3 different account funnels. Funnel 1 has the lowest threshold to be “Marketing Qualified” because it’s the group of accounts we want to be the most proactive with, following up early in the sales cycle.

How to Unlock the Lead Generation Power of Your B2B Website

The Forward Observer

If you read a lot about B2B marketing like I enjoy doing, you would think that every company is generating leads from their websites , filling their sales pipeline to the point of bursting, breaking sales records and growing fast. To get to that level of sales and marketing nirvana , a lot of things must happen before your prospects find your website. Landing Pages. Forms.

B2B Lead Generation: Help Your Prospects Climb the Sales and Marketing Pyramid


We all love the sales funnel…at least in concept. Visually, it’s the perfect model: Our leads pour into the top of the funnel. As they move through the middle of the funnel, marketing and sales both qualify the leads. It’s time to stop playing a numbers game and just pouring leads into your sales funnel. Turn the Sales Funnel into a Pyramid.

5 Steps to Build an Impressive B2B Account-Based Marketing Framework


To start, ABM will never work without strong Sales and Marketing alignment. In a recent webinar with Leadspace, Jon Miller, the co-founder of Marketo and Engagio, stated that Marketing talks about people while Sales talks about accounts. ABM is about bridging that gap and aligning Marketing and Sales under the same language and goals. Coverage. Awareness. Direct Mailers.

Introducing Vidyard Engage: Extend the Power of Video Across the Entire B2B Business


At a time when attention spans are at their shortest, email inboxes are at their fullest, and conversion rates are at their lowest, sales and marketing organizations are looking for new ways to capture and maintain the attention of customers and prospects. See it in action with this short demo: Bringing the Power of Video to the Masses. It’s too difficult to find the right videos.

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80% Of Our Visitors Take Our Desired Content Path: Using Form URL (Form Page) Data to Inform Our Content Marketing


Half of our marketing team consistently produces content, be it blog posts, ebooks, reports, webinars, etc. Or what webinar do they register for? We also want to see how our content provides value further down the funnel. Through lead-to-opp conversion analysis by form URL, we can see what percentage of people who downloaded a piece of content are now a sales opportunity.

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Multi-Touch Attribution, A Full User Debrief


It’s a sure-fire method used to prove the value of a B2B marketing strategy in the form of down-funnel metrics that matter to the business -- opportunities and revenue. Therefore, in order to divide the revenue credit for a sale properly, multi-touch attribution uses weighted modeling in order to allocate credit to the plethora of influential channels, campaigns, keywords, and touchpoints.

The 2 Things You Must Nail For Lead-Generating B2B Content

B2B Marketing Insider

Studies show that 60% of the B2B sales cycle is over before a prospect first talks to a salesperson ( Corporate Executive Board ). Now the customer has the power to get nearly all the information they want before finally speaking to a sales person. This sea change in how customers buy is why sales and marketing is going through a dramatic, wrenching transformation.

3 Ways To Use Your Data Today For Successful Marketing In 2015

CMO Essentials

And yet, personalized content can greatly accelerate the sales cycle. Prospects who are lower in your funnel and are clearly in market to buy based on their actions could get a time-based offer or a phone call from telesales. Keep a running list of all your marketing collateral—webinars, whitepapers, blogs, etc.—and Marketing in 2015 will be no exception.

Don’t Be Boring: What Creative B2B Marketers Can Learn from B2C


Everyday, we’re supporting a lengthy sales cycle, creating internal alignment, planning our content marketing , and working to understand the intricacies of often complex industries. With a short sales cycle, B2C can quickly gather invaluable learnings about consumer behavior. It’s not another random sale, they’re talking to me, providing exactly what I wanted in the first place. So talk to sales and business development teams; ask what barriers are turning MQLs and SQLs away from moving forward? ” Yeah, no. Segment.

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How To Decide Whether Marketo RCA Is Right For You


In this article we’ll clarify some of the details around Marketo Revenue Cycle Analytics, i.e. Marketo RCA, so you can understand whether it is perfect for your needs, or whether a specialized marketing attribution solution fits the bill. What Is Revenue Cycle Analytics (i.e. programs), analyze sales opportunities, and do simple attribution modeling. Marketo RCA)? Conclusion.

How Attribution Solves 7 Common Marketing Problems


Sales teams are tied to revenue goals, as are most departments, so the C-Suite also wants to know what marketing has done to impact the bottom line. Marketing attribution tracks all touchpoints on a customer journey and assigns revenue credit to the major conversions after the sale is made. A week later, they fill out a form for a webinar. Tying Marketing Efforts to Revenue.

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Good Forms, Great Leads: How to Use Web Forms Strategically

Marketing Action

In a conventional marketing strategy (especially if you have a long sales cycle) this may seem like good sense, but it can fundamentally cripple your ability to identify, segment, and target that lead so you could nurture them through a faster marketing and sales cycle. This helps you engage with content and messaging appropriate to their funnel stage.

The 2 Things You Must Nail For Lead-Generating B2B Content

The Forward Observer

Studies show that 60% of the B2B sales cycle is over before a prospect first talks to a salesperson ( Corporate Executive Board ). Now the customer has the power to get nearly all the information they want before finally speaking to a sales person. This sea change in how customers buy is why sales and marketing is going through a dramatic, wrenching transformation.

Everything Marketers Should Know About Secondary CTAs


In general, the primary CTA you choose should align with the person''s position in the sales funnel. For example, if someone is already a lead who has converted on a bunch of your top-of-the-funnel offers like educational ebooks, your primary CTA might be for a more middle-of-the-funnel offer such as a product demo. Chocolate or vanilla? Comedy or drama? Win-win!

15 Important Ways to Use Case Studies in Your Marketing


Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel. Get Inspired: It''s important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. 10) Equip your sales team with case studies. According to Content Marketing Institute , U.K.

6 Essential Nurturing Workflows For Every B2B Company


A lead nurturing workflow functions with the end goal of converting leads into marketing qualified leads (or MQLs), which in turn brings them further down the sales funnel, and one step closer to becoming a customer. The last email to the workflow would be a BOFU offer such as a free Growth-Driven Design Consultation, or something that gets them talking to sales.

Generate More B2B Sales With Lead Nurturing and the Human Touch

Modern B2B Marketing

by Jon Miller Last month I participated in a webinar on Adding the Human Touch into Your Lead Nurturing with Brian Carroll, author of Lead Generation for the Complex Sale and the “godfather” of lead nurturing. Of that group, some should raise their hands every month (or whatever time period is most appropriate to your buying cycle) and say, “now I’m ready to engage with sales.”.

Why Some Buyers Don’t Look at Case Studies

Stories that Sell

In the name of collecting leads, we''re interrupting the sales process and likely ticking off prospects in the process. The Sales Process Has Changed. A VP of sales at a software company told me recently that prospects call them, ready to talk, after doing their own research. That’s the reality of the sales process today, with many of the things we buy. For major purchases in the B2B world, marketing content helps buyers in their journeys (the sales funnel) by drawing them in with valuable insight and resources. Locked. Toyota does this nicely.).

Driving Conversions Throughout the Customer Lifecycle

Modern B2B Marketing

How many more webinars? How many more demos? Marketing automation drives prospects and customers through the revenue funnel with various sub-conversions such as ebooks, webinars, demos, conversations with sales reps, etc. And many have specific content that is served up to prospects based on where they are in the sales cycle.

The Importance of Casting a Wide Net for SDR Talent


A talented Sales Development Representative can be found anywhere. The people who work at car washes make their money on upsells,” said Birkett, the vice president of sales at technology company LeanData. How to source, hire and retain the best SDRs will be the topic of a live webinar featuring Birkett and Jason Vargas , managing director of sales development at Datanyze, on Oct. Also a forthcoming eBook, produced by Datanyze and LeanData, focuses on how to build a productive sales development team. Account-Based Sales & Marketing Events LeanData

3 steps to make the most of your eMail list

grow - Practical Marketing Solutions

It’s a fine balancing act leveraging your database to keep in front of leads and move them toward a sale, without turning them off and creating unsubscribes. Here are three steps to use your email list to better facilitate the sale: Segment, nurture, and segment some more. conference talk or webinar. Use questions that can help you better target the user post-webinar.

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The Salesperson's Guide to Sending Prospects the Right Content at the Right Time


One of the best ways a salesperson can engage a prospect between conversations and move him or her through the sales process involves absolutely no talking. Your marketing team is constantly cranking out useful, relevant information packaged in different types of offers that can help you sell: ebooks, blog posts, case studies, SlideShares , webinars, infographics. 3) Before a Demo.

What Sales Should REALLY Expect From Marketing Automation

Marketing Action

But what can your organization realistically expect in terms of sales? How about a 2x higher bid-to-win ratio for the top 20% of your sales reps? Gleanster Research has just published a fine new report, “What Sales Should REALLY Expect From Marketing Automation.” 89% reported sales cycle time was tightened. The difficult sales environment, Part 1: External forces.


6 Smart Strategies for Segmenting Your Dynamic CTAs


In our marketing at HubSpot, for example, we might show our ecommerce audience a CTA for an ebook about how to get started with ecommerce marketing, but to our nonprofit audience, we may show a CTA to sign up for our upcoming webinar about content ideas to help boost fundraising dollars. Try thinking about the different stages in your sales cycle. Not hip to the difference?

The 7 Characteristics of Great Marketing Content


Whether it’s a datasheet, white paper, demo script, or webpage, marketing content needs to speak directly to the needs and wants of your prospects and customers. It can be a delicate balance, but getting the right message to the right person at the right time offers tremendous upside: It establishes credibility and authority, creates brand affinity, and – perhaps most importantly – reduces sales resistance. Fits a specific place in the buying cycle. Know where content fits in the buying cycle. Common buying cycle steps include: attract. Planning a webinar?